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WPP acquires Goat, an influencer marketing agency with more than 150 staffers across “remote working hubs” in the UK, US and Singapore.
As part of GroupM, WPP’s media investment division, Goat will merge with the division’s influencer marketing solution, INCA, to create a unit with more than 300 employees in over 30 markets around the world. Operating under the Goat name, the combined entity will be part of GroupM Nexus.
Goat, which was founded in 2015 by Arron Shepherd, Nick Cooke and Harry Hugo, provides clients with data-led, end-to-end influencer marketing campaigns.
It has worked with brands including Dell, Beiersdorf, Meta, Tesco and Uber, and has tracked the performance of over 50,000 influencer channels and over 250,000 pieces of content.
“The addition of Goat to GroupM as part of GroupM Nexus gives us the ability to deliver accountable, cross-channel, and data-driven influencer solutions for clients anywhere in the world,” said GroupM global CEO Christian Juhl. “Combined with the exceptional talent at INCA, we expect Goat to play a critical role in helping us define the next era of media at GroupM.”
Columbus-based Geben Communications has acquired New York’s LBR/PR, which handles professional services, consumer products, luxury and health/wellness clients.
FINN Partners has acquired Honner, a 25-member Sydney shop that serves the financial communications and corporate sectors. The move bolsters FINN’s APAC team to about 250 members.
Public Policy Holding Company has acquired London-based Tancredi Intelligent Communication for $10.8M, of which $9.6M is in cash and the balance in stock.
Infinite has acquired Greentarget UK B2B communications shop, a move that doubles its footprint in the London market.
Accenture has acquired Whalar, which had billed itself as the “world’s leading independent creator and social agency,” from Whalar Group.
